Is the sales conversion rate based on the number of visitors that make a purchase - or the number of purchases that each visitor makes?
I have a site where some customers buy 8 - 10 items in one order, and some buy only 1 item. It seems that each item purchased represents a conversion...so in figuring my conversion rate overall, should I count only the visitor and his one 'order', or each item as a separate order?
Sounds nitpicky, but I recently did a lot of work to better the conversion rate and saw no increase - However, there is a huge increase in income because the visitors are putting more items in the cart.
It's great that you are looking at more than one measure. Just keep doing that and don't worry about calling any of them "conversion" (single word). Congratulations on the units-per-order increase by the way; that's significant.